M&S sets new sustainability standards for denim

M&S has begun switching all denim to more sustainable indigo dyes as part of new sustainability standards for the category.

The first M&S range to meet the new standards has now launched online with all products made of 100% responsibly sourced cotton with 86% less water and kinder chemicals. The range includes menswear, womenswear and kidswear.

In a recent survey of M&S customers, 58% agreed that sustainability was a key consideration when shopping denim while 75% said they look for jeans that are made to last.

Monique Leeuwenburgh, head of product technology for M&S Clothing & Home, said: “Denim is a wardrobe staple for our customers – but we know now more than ever they want style where sustainability is built in as standard. By taking collaborative action with our denim suppliers, we can give our customers the confidence that every pair of M&S jeans they buy for the family are not only stylish, great quality and fantastic value – but have been responsibly made too. Our new Spring/Summer denim campaign brings that trusted value promise to life across our digital channels.”

M&S is promoting the new sustainability features through a dedicated marketing campaign for its Spring/Summer denim range.

Image: Georgia Hawkins